KLM UK depart from 17 different airports around the country and have a large global network of convenient, connecting flights. To encourage customers to travel from their local airports with airline KLM UK, My Social Agency was tasked with creating a mobile responsive social media app. KLM wanted this to be a creative, engaging campaign that would highlight the convenience of travelling from the UK with their airline via the Amsterdam Schiphol hub. The app required a data-capture mechanic beneath the initial engagement, with a target of 9,000 entries. The app also had to fit seamlessly into the wider “Fly Local” campaign they were running.
Fly Local was created in the style of popular dating app Tinder, with a swipe right and left feature showing images of 6 cities. Playing against the clock, users were asked to correctly guess the name of each – those who were successful were then added to the leader board – a proven game mechanic tried and tested in our former successful social media app “Slide and Seek” for the airline’s sister company Air France. Of course, the chance to win a trip to Dubai also sweetened the deal, ensuring a concrete incentive to enter. To be in for a chance of winning, users simply had to select their local airport and enter their email or Facebook login, the data of which was stored for later use. With a huge user target to hit, we gave each contestant the option to share on social to gain extra play credits. We also exported user data on a week-by-week basis so sign-ups and share counts could be measured appropriately, allowing the internal KLM team to build paid and organic promotion strategy around this.
We exceeded our KPIs - the app attracted tens of thousands of users and email address collection. It also increased awareness of both the wider Fly Local campaign and brand through sharing across social media channels using the connecting hashtag #WhereintheWorld.